Interpreting "𝗥𝗲𝗮𝗱, 𝗦𝗸𝗶𝗺𝗺𝗲𝗱, 𝗚𝗹𝗮𝗻𝗰𝗲𝗱" in your performance report📊

[Roynal]

Performance reports are fun to dissect in email marketing. HubSpot provides an interesting attention metric called Time spent viewing email (Read, Skimmed, Glanced).

Here's my interpretation of this metric:

• Read (8+ seconds) - > More of this means my content is interesting❗❗. However, I add one more consideration, the click rate↗️ of the email. If it's too little then my content is not actionable.
• Skimmed ( 2-8 seconds) -> My subject lines are probably good because it is driving attention⚠️, but content-  not so much👎 and could be improved.
• Glanced (0-2 seconds) -> Not good anything☠️

One more thing to be aware of is that your audience is always going to be spread between all 3 classes of this metric. My goal is to have more of my audience in the "Read and Skimmed" buckets as much as possible👍.

What is your interpretation?

[danmoyle]

I like your interpretation @Roynal. Seems logical. I especially like the addition of clicked links. That's what it comes down to for me. Each email should have a goal. Is it a reply? A click? A meeting booked? If we set this expecation ahead of time, we know each email ought to end in a click at some point. With the evolution of privacy settings, opens and glances and reads are becoming less trustworthy. Those clicks though... hopefully that will help with insights. 

Love the conversation! 

[Jnix284]

@Roynal I think your interpretations are pretty spot on - the only thing I would add/change is the following:

Glanced: they want to hear from me, but this message didn't hit the target

I'll take Glanced over not opened, it is still telling me something about that contact that distinguishes them from those who didn't even open.

[Roynal]

Thanks for the note, and yes I agree on Glanced :).

[kvonloesecke]

Thanks for sharing, @Roynal!

I'll add some top contributors from our community to get the conversation going. 

Hi @Jnix284, @Ben_M, @louischausse, @danmoyle, @GeorgeBThomas, @myles4, @Ian_Matt, @Josh - How do you interpret the email performance report? Do you have any thoughts for @Roynal?

Thanks!

Best,

Kristen